Apple Event — September 14

[lively violin playing] [upbeat rock music] Like a sound you hear
that lingers in your ear But you can't forget
from sundown to sunset It's on in the air,
you hear it everywhere No matter what you do It's gonna grab a hold on you California soul California soul They say the sun comes
up every morning now And if you listen, oh so carefully The winds that rise on the high tide Whistles a melody So the people started to sing And that's how the sun gave birth,
I'm told To California soul California soul You might as well get with it Like a sound you hear
that lingers in your ear Oh, oh California soul Tim: Good morning,
and thank you for joining us. I really love the incredible energy
in that opening. It represents the way we feel
about California. California has always been a place for
people with big ambitions and big dreams, a place where people are fueled
with optimism to make things better, to make things that can change the world. It's such an important part
of who we are at Apple, and inspires us
in everything we create and do.

We're proud to call California our home. We have a lot to talk about today. Let's get started with Apple TV+. Apple TV+ is a home
to the world's most creative storytellers, and continues to expand
with award-winning programming. Apple Original series, films,
and documentaries have now been honored with more than 130 wins and over 500 nominations
in less than two years. We're so proud this year
that Apple TV+ has 35 Primetime Emmy nominations, including 20 for "Ted Lasso," a record for the first season
of a comedy series. And we're just getting started. Let's take a quick look at a few shows
that are premiering this fall. Things will happen to you. Things that you cannot control. Raw emotion will find you. When it does, what you do will define who you are. [exciting music] Our heroes reunite. – Hi!
– Oh, my God. – Hi!
– You okay? Oh, yes.

I wanna do something that matters. Ooh La, la, la, la, la,
let's live in the moment Forget Sunday morning Ah! What the hell happened to my face? [laughs] Welcome back. I'm gonna compete with you, buddy. "Buddy"? They're worried
you can predict the future. They're worried people believe I can. My name is Jon Stewart. Welcome to…
"The Problem with Jon Stewart." We should put a comma in that. The world wants to test us. To see if it can break us. He didn't beat you because he's better. He beat you because he's smarter. Do you think we'll make it? La, la, la, la, la,
let's live in the moment. Not without my team. I think I can help you. The first thing I'm going to do
is completely unethical.

I'm gonna give you a hug. – Oh, ooh.
– I'm a hugger. Hey, remember to focus
on the here and now. Living in the moment, it's a gift. That's why they call it
the present, y'all. Ooh La, la, la, la, la,
let's live in the moment Tim: I can't wait for all the new shows
and movies coming to Apple TV+, including the second season of one
of my favorites, "The Morning Show," which starts this Friday.

Next, we're thrilled to share our newest
product announcements, starting with iPad. There's no other device like iPad, and today, it's more popular
and more essential than ever. And the reason it's so popular
is its amazing versatility. It can transform into
whatever you need it to be. With advanced displays,
users can literally touch their content, unlike any other device. With powerful
and efficient Apple designed chips, iPad delivers breathtaking
performance all day long. And with fast connectivity,
advanced cameras, and accessories like the Magic Keyboard
and Apple Pencil, iPad becomes even more versatile, extending what users can do on iPad
and where they can do it. At the heart of it all is iPadOS delivering powerful features, while maintaining the simplicity
of a touch-first experience. What makes iPad even more versatile
are the over 1 million apps designed specifically
for its large canvas.

The iPad business has never been stronger. We've grown by over 40% this past year. We have a great lineup today with industry-leading
customer satisfaction, and it's about to get even stronger. It starts with our most popular iPad,
which delivers the full iPad experience at an incredible affordable price. And today it gets even better. This is the new iPad, and to tell you all about it,
here's Melody. [lively music] ♪ ♪ Melody: This new iPad is packed full
of updates, so let's jump in. Under the hood is
a more powerful chip, A13 Bionic. And it pushes even further
than the speedy A12 from last year's iPad with 20% faster performance
in every aspect of the chip from the CPU and GPU
to the Neural Engine. A13 is leaps ahead of the competition.

In fact, it makes this iPad
up to three times faster than the best-selling Chromebook and up to six times faster
than the best-selling Android tablet. And it means users will see
even more responsive performance for all the things they love
to do on iPad, from everyday uses like messaging
and browsing the web to playing immersive,
high-quality games. And as users explore more advanced apps
like Adobe Fresco with its super realistic water colors, A13 delivers the performance they need
and then some. And the more powerful Neural Engine in A13 makes next-generation
machine learning experiences like Live Text in iPadOS 15 even faster. The upgraded image signal processor in A13 also means the rear camera
captures great photos with improved autofocus in low light, and better selfies
from the front camera as well.

Now, the front camera on iPad is essential for things like remote learning
and connecting with family. And that's why we're so thrilled
to give it a big upgrade. It's now a 12 MP Ultra Wide camera
that produces a huge leap in image quality and enables a super popular feature
from iPad Pro, and that's Center Stage. We're bringing
the magical Center Stage experience from iPad Pro to this new iPad. Enabled by the Ultra Wide front camera
and the Neural Engine, Center Stage makes video calls
more engaging by automatically detecting people
and dynamically adjusting the frame as they move around
or as more people join in.

It works in landscape orientation
and portrait, so users can enjoy Center Stage
in all the ways they use iPad. Not only does Center Stage work
in FaceTime, it makes video calls more natural
in other popular apps, like Zoom, BlueJeans, and Webex. And it's not just
for video conferencing. Users can record, stream,
and post Center Stage video in apps like DoubleTake,
Explain Everything, and TikTok. It makes you more productive on iPad,
and it's simply more fun. Another new feature coming to this iPad
that users love is True Tone. It adjusts the display
to the color temperature of a room to provide a more comfortable
viewing experience. And by retaining the same popular design, this iPad supports a vast array
of accessories, including the thin
and light Smart Keyboard, and third party keyboards
like Logitech's latest rugged combo with trackpad for schools.

And of course, this iPad supports
the first-generation Apple Pencil, where iPadOS makes the experience
of using Apple Pencil as easy and natural as pen and paper. And this new iPad will ship
with iPadOS 15, which is packed
with great new features. For example,
you can place widgets among your apps, making important information
available with just a glance. New multitasking controls make it even
easier to launch and use multiple apps.

Quick Note gives you a fast and easy way
to take notes anywhere. And the list goes on. iPadOS is so immensely capable
and so easy to use. When you combine it
with a beautiful display, great cameras, broad accessory support,
Gigabit-class LTE, and all-day battery life,
this iPad delivers enormous value because this new iPad starts at just $329. And that's with twice the storage,
starting at 64 gigabytes. For schools,
it's even more affordable at just $299. It comes in Space Gray and Silver,
and cellular models are available as well. You can order the new iPad today,
and it will be available next week. With the power of A13 Bionic, a new 12 MP Ultra Wide front camera
with Center Stage, True Tone, double the storage,
and the versatility of iPadOS 15, this is a giant upgrade
for our most popular iPad. Now back to Tim. Tim: We're excited that our most popular
iPad is now so much better.

And now let's talk about iPad mini. There's simply no other device
like iPad mini. It gives users all the power of iPad
in its most portable form, which makes it indispensable
for a wide range of uses, like when it's secured to the leg
of a pilot in flight or pulled from a doctor's lab coat
to care for patients in the ER. iPad mini is in a class of its own. And today we're giving our littlest iPad
its biggest upgrade ever. Introducing the all-new iPad mini. [upbeat music] ♪ ♪ Katie: As Tim said, we're giving iPad mini
a huge set of updates– a complete redesign that puts everything
our users love about iPad right in the palm of their hand. The all-new enclosure features
a beautiful all-screen design with narrow borders
and elegant rounded corners. The design is remarkably thin and light
and absolutely stunning. And iPad mini now comes
in a gorgeous array of new colors.

Purple, Pink, Starlight,
and Space Gray. And this design features
a brilliant Liquid Retina display. With this new design we were able
to increase the screen size all the way out to 8.3 inches,
while keeping the same compact footprint. With wide color, True Tone,
500 nits of brightness, and the lowest reflectivity
in the industry, everything you view on iPad mini
will look great wherever you go. And delivering this edge-to-edge screen
meant finding a new location for Touch ID. So just like iPad Air, we put it
right in the top button of iPad mini.

Touch ID is fast, easy, and secure, whether you're unlocking your iPad
or using ApplePay. iPad mini is already
the fastest device of its kind, and the performance of the new iPad mini
is simply remarkable. Compared to the previous generation, the new iPad mini sees a 40% jump
in CPU performance and a whopping 80% leap
in GPU performance. So whether you're using ForeFlight to navigate your flight plan
with live wind speed overlays or playing the graphically rich game
"Star Wars: Hunters" online with your friends, the new iPad mini will power
right through it with ease.

And the Neural Engine, for powerful
machine learning applications, also takes a big leap forward
on the new mini, increasing performance by up to two times
over the previous generation. Combined with the CPU and the GPU, the Neural Engine enables apps to deliver next-level experiences. Like the new Translate app
in iPadOS 15, which can automatically
translate a conversation in real time. The performance of the new iPad mini
is on a whole new level. And we know that iPad users rely
on ultra-fast connections. Well, the most mobile iPad
is about to get a lot faster and even more versatile. iPad mini now has a USB-C port, so you get
the same great USB-C functionality that we brought to iPad Air, which means it is up to ten times faster
than its predecessor. So iPad mini can now connect
to a vast ecosystem of USB-C accessories, which is great,
whether you're a photographer who needs to connect to cameras
when shooting on location or a doctor in a remote area
using Butterfly to conduct an ultrasound.

And when users are on the go, it's crucial to have access
to the fastest cellular connections, and that's why we're bringing 5G
to iPad mini. Download speeds can be
up to 3.5 gigabits per second. This is key when you need
to stay connected on the go, like when technicians use Splunk AR
on-site to access real time data,
performance analytics, and complex schematics. Or if you're using SharePlay
to take a MasterClass with your friends. 5G keeps you connected. Next, let's talk about
the cameras and audio. Users rely on iPad mini for FaceTime, taking photos and videos,
and experiencing AR, so we've updated both the front
and back cameras. The back camera now features
a 12 megapixel sensor with Focus Pixels and a larger aperture to capture sharp, vivid photos. And we added a True Tone flash to mini
for improved photos in low light. With a new ISP, users will see
enhanced photos with Smart HDR, which improves image quality by recovering
details in shadows and highlights.

And now with the ability to record in 4K, iPad mini becomes
your mobile movie studio. On the front, iPad mini features
the new 12 MP Ultra Wide camera, which means it also supports Center Stage. As Melody mentioned,
this has been a huge hit on iPad Pro, and now it's coming to iPad mini. And iPad mini also features a new speaker
system with stereo in landscape, great for listening
to your favorite playlist or doing an Apple Fitness+ workout
in your hotel room. And iPad mini's versatility is further
enhanced by its amazing accessories.

There's a new set of slim Smart Folio
covers in beautiful coordinating colors that complement
the new iPad mini finishes, perfect for expressing
your personal style. And now, iPad mini supports the amazing
second-generation Apple Pencil, which magnetically attaches
to the side of iPad mini so it's always connected,
charged, and with you. Apple Pencil transforms iPad mini
into your digital sketch book, We're so excited about the new iPad mini. Let's see it in action. [percussive music] ♪ ♪ ♪ ♪ [alarm beeping] [both scream] [shutter clicks] [upbeat rock music] ♪ ♪ Katie: With its all-new design
and huge boost in performance, the new iPad mini starts at just $499, and it'll be available in both Wi-Fi
and cellular configurations. You can order it today,
and it will be available next week. So this is the all-new iPad mini featuring a brilliant
liquid retina display, super fast performance, new cameras front and back, Center Stage, 5G,
support for Apple Pencil, and all-new colors. With all of these new features, this is by far the most powerful
and versatile iPad mini ever. [light music] And with both the new iPad and iPad mini, we continue our commitment
to the environment.

Both of these iPad models are built
with a 100% recycled aluminum enclosure. And this marks a milestone for iPad. Every single iPad in the lineup now features
a 100% recycled aluminum enclosure. This is just one of the many
ongoing efforts we have underway to reduce the environmental impact
of our products. Now back to Tim. Tim: With the even more capable new iPad
and the phenomenal new iPad mini, our iPad lineup
is the best it's ever been.

Next, let's talk about Apple Watch. Apple Watch is
an indispensable daily companion that keeps you connected to the people
and things you care about most. It encourages you to be active
and get more out of your workouts. And it monitors your health,
helping you live a better day. I am so inspired by the impact
we've had on people's lives, and we continue to push the boundaries
of what Apple Watch can do. To tell you about what's next,
here's Jeff. [upbeat music] Jeff: Being more active is one of the best ways to stay healthy. And it's been at the heart of Apple Watch since the beginning. Well, today we're adding new features
to Apple Watch for everyone who rides a bike. watchOS 8 will detect when you begin
riding and remind you to start a workout. And it will automatically pause and resume
if you stop temporarily. And watchOS 8 adds Fall Detection
to cycling by sensing the unique motion
and impact of falls while riding a bike.

And Apple Watch
now better supports e-bikes with an improved workout algorithm
that more accurately calculates calories. These cycling updates join all
the other great additions in watchOS 8, like the Mindfulness app
and Memories in Photos. And this year we focused on
making these features and everything you do on Watch
bigger and better. Introducing… the next generation of Apple Watch. [dramatic music] ♪ ♪ This is the incredible
Apple Watch Series 7. It takes all the great features
of Apple Watch and combines them with our largest
and most advanced display ever. The new Retina display on Series 7 has
nearly 20% more screen area than Series 6. And it's an even bigger jump over Series 3
with over 50% more screen area. The Series 7 display
has been completely reengineered to reduce the borders
to just 1.7 millimeters. That's 40% thinner than on Series 6. It's an incredible innovation
that maximizes the screen area while barely changing the dimensions
of the watch itself. And the shape of the watch
has also been refined.

Both the case and the display of Series 7
have softer, more rounded corners. The new display refracts light at
its edges for a subtle wrap around effect, creating a seamless integration
with the curvature of the case. And it's also up to 70% brighter indoors
when your wrist is down, making it even easier
to discreetly check the time. This new display is an industry first and we fully optimized the user interface
for it. Here's Lauren to tell you more. Lauren: Across the user interface
on Series 7, buttons have been redesigned and enlarged to complement the size and shape
of the new display, like in Stopwatch, Activity, and Alarms, making them even easier to tap. It can also fit nearly 50% more text
onscreen than Series 6.

This helps you read Messages and emails
with a lot less scrolling. Series 7 also features
new ways to input text. There's a full keyboard
that you can either tap or slide from letter to letter
with QuickPath, which uses machine learning
to predict the word you're typing. There are also new watch faces
designed specifically for Series 7. The dynamic Contour face
animates on wrist-raise, pushing the dial right out to the edge.

And a new Modular face
leverages the extra screen area with two large,
data-rich center complications. All of these improvements give Series 7
the best user experience of any Apple Watch. We also improved durability, which is another essential aspect
of Apple Watch. Series 7 is the most durable Apple Watch
we've ever built. It has our most crack-resistant
front crystal, thanks to a stronger
and more robust geometry. It's also the first Apple Watch
to have IP6X certification, so you don't have to worry about
wearing it in dusty environments. And of course, it's still swim-proof
with WR50 water resistance. With our best-ever durability, you can take Series 7
anywhere you want to go. And use it all-day long
with the same, great 18-hour battery life. Series 7 also has
an improved charging experience.

It charges up to 33% faster than Series 6. With an updated charging architecture
and new fast-charging USB-C cable, it takes just 45 minutes
to go from 0 to 80% charge. And 8 minutes of charging is enough
for 8 hours of Sleep Tracking. We think customers will love
the optimized user interface, best-ever durability,
and faster charging of Series 7. Now back to Jeff. Jeff: Series 7 will be available
in five new aluminum colors, Midnight, Starlight,
Green, Blue, and PRODUCT(RED). It will also be available in silver,
graphite, and gold stainless steel, as well as in natural
and space black titanium. Apple Watch Nike models
feature a new graphic Sport Loop and Nike Bounce watch face. And there's a new Apple Watch Hermes
Circuit H leather band with matching face, plus, an elegant new Double Tour band. Now, of course, bands are a great way
to customize your Apple Watch for any activity or occasion, so we've added new colors
across our most popular styles. And Series 7 is compatible
with all existing bands. We've designed Series 7
with the environment in mind. All aluminum watch cases are made
with 100% recycled metal and all magnets in Series 7 use 100%
recycled rare earth elements.

So here's our 2021 Apple Watch lineup. Series 3 remains
at the great entry price of $199. Apple Watch SE starts at $279. And Apple Watch Series 7 starts at $399. Series 7 will be available
later this year, and we can't wait for you to try it. Here's another look
at some of the amazing capabilities of Apple Watch Series 7. To live is to ask the big questions. Like, "Why are we here?" "What is our purpose? And "Whoa!
How fast was that serve?" 98 miles per hour. Nice. But I was thinking ideas about–
wow. Excuse me? Yeah, how far was that drive? 250 yards. Okay, getting back to my point,
I mean, haven't you ever wondered– How far have I gone? 5 miles. Average speed: 12.4 miles per hour. That is how far you've gone. But I was actually thinking– wait, are you taking an ECG here? And you're taking one here? Are you taking an ECG next to a piñata? Heads up! Oh, we're surfing.

Wow, that's just– that's just impressive. Wait, how many waves you get? 15 waves. Oh, good morning.
How did you sleep? Why are you checking
your blood oxygen level? Oh, that's why. Okay, let's get back to the big questions,
like, are the mysteries of the universe
out of reach? Or can we discover the answers
through the power of meditation? Oh, come on, now! You know you're levitating, right? Sorry.

Don't mind me. Anyway, there are questions,
and it seems like your watch has all the answers,
which is cheating. Jeff: So that's Apple Watch Series 7. It has the largest
and most advanced display ever, an optimized UI with new keyboard
and watch faces, best-ever durability,
fast charging, new colors, and all the great features
of watchOS 8. Series 7 is simply
our best Apple Watch yet, and there's no better way
to stay connected, active, and healthy. And a great way to stay active and healthy
with Apple Watch is with Apple Fitness+. I'll hand it over to Jay
to give you an update. [upbeat music] Jay: Apple Fitness+ is the first
fitness service designed entirely around Apple Watch,
and our users love it. With ten different workout types
from HIIT to Yoga, there's something for everyone. And with workouts from 5 to 45 minutes, it's easy to fit one in
no matter how busy your schedule is. There are also modifications in every
workout to accommodate all levels, and with over 1200 workouts
in 4K Ultra High-Definition and new content dropping
every single week, you'll never get bored.

The real-time connection with Apple Watch helps make every workout motivating
and engaging. You see your heart rate, calories burned, you get timers for the tough intervals, and even celebrations
when you close your Activity rings. The Fitness+ Trainer Team has been
embraced for their diversity, welcoming approach to fitness,
as well as their superb coaching skills. And they always bring the fun
to help the time fly by. Time to Walk has inspired people to get
moving with an engaging audio experience that lets you walk with some
of the world's most interesting people Today Fitness+ is available
in six countries.

We're excited to announce that later this fall, Fitness+ will be available in 15 new countries. The workouts will be in English
with subtitling in six languages, so that more people can experience
the health benefits of Apple Fitness+. I'm excited to introduce you
to a few of the trainers to tell you about what's coming next
in Fitness+. Over to you, Sam. Sam: Body conditioning workouts, like strength, core, and yoga, are among the most popular workouts in Fitness+. Another great body conditioning workout
is Pilates. It's low impact, targets the core, and is terrific for improving strength
and flexibility. And we are really excited
to be bringing Pilates to Fitness+. Users will find new Pilates workouts
each week with modifications
for those just starting out, as well as options for those
who are more advanced. Can't wait for you to try it. Next, let's go to Jessica. Jessica: We want Fitness+ to be a service
that motivates you to stay healthy, strong, and fit, as well as a place where you can improve
your overall well-being.

To make it easy for you to practice
mindfulness every day, we're excited to be bringing
Guided Meditation to Fitness+. Each week new Guided Meditations
will be available in Fitness+, where you can select from themes
such as calm, gratitude, and kindness, and meditate
alongside your favorite trainer in an immersive video experience. In the new Mindfulness app on Apple Watch, the same meditations will be uploaded
each week in audio form.

These new guided video
and audio experiences make it easy to fit the benefits of meditation
into your life. Over to you, Bakari. Bakari: We love creating
new Fitness+ workouts every week, Our newest workout program
takes its inspiration from winter sports. Skiing and snowboarding
are fantastic exercise and a fun way to hang out
with your family and friends. So we're introducing Workouts
to Get Ready for Snow Season.

We designed these workouts
with Ted Ligety, two-time Olympic Gold Medalist,
five-time World Champion, and father of three. This program contains workouts
that will build up your strength, help you on the slopes longer, and make it your best snow season ever. Now back to Jay. [upbeat music] Jay: For many people, fitness is more fun
when it's a shared experience, like taking a class together
or working out with a buddy. We wanted to make it easier for you to
work out with the people who motivate you, no matter where they are in the world. So we're excited to introduce Fitness+
Group Workouts powered by SharePlay. From a group message thread
or FaceTime call, navigate to the Fitness app
and get started. Your metrics are still on your screen, and you'll see when your friends
move ahead on the Burn Bar or close their Activity rings. Fitness+ Group Workouts is available
on iPhone, iPad, and on Apple TV through AirPlay with support
for up to 32 people at the same time. And those are the latest updates
in Fitness+: Pilates to help you get stronger, Guided Meditation to make it easy
to practice mindfulness, a new workout program
to get you ready for snow season, and so much more.

All these new features will be launching
later this month, and Group Workouts and our 15
new countries will launch later this fall. New Fitness+ subscribers
will receive a one-month free trial and 3 months free with the purchase
of a new Apple Watch. And Fitness+ is also bundled
with an Apple One Premier subscription. Here's a look at how Fitness+
is inviting everyone to the party. [lively piano music] Welcome to the club. What's going on and welcome
to your 10-minute HIIT. – Hours of operation…
– Let's go ahead.

Get your arms up. – All day.
– Exhale. Push up. – All night.
– [exhales] Can't sleep. – Whenever you need to feel good.
– Punch, punch, punch, kick! – The club has no dress code.
– You got this! No rules of decorum.
Pets are allowed Now we're squat-jumping up a storm!
Come on! Making space. We have yoga, Pilates, – HIIT, dance…
– Breathe naturally. Meditation. Ah! Cold, cold, cold. The locker rooms are unisex. The club has trainers. – Kim…
– Kim here in the Fitness+ Studio.

– Amir.
– Your last one! Janelle. Josh. Betina. Jamie Ray. – Yes, Jamie Ray!
– Dolly. Dolly: Hopefully with us walking together, we'll feel a little more freedom. You don't have to show your card
at the door. There is no door to the club. There is no ceiling. – There are walls…
– Three more to go! – But we can break through those.
– Come on, two more. Go faster! Go deeper! – Go higher! This is it!
– Whoo! We have music. Drake. Dua Lipa. Nicki. Billie. Keith Urban. Bad Bunny. Front, back, quick, quick, slow, stop! – Right leg goes up!
– Whatever moves you. And you. And them. The club is the largest club in the world because the club is the world. – Come on, faster!
– It is all people. Keep up, sis! Come on, you got this. And if you have ten minutes… – Come on!
– Twenty. – All the way!
– Thirty. Yes! And if you're wearing one of these, let's go. Thank you. Stay active. Close your rings. See you next time. Jay: And that's Fitness+.
Back to Tim. [upbeat music] Tim: With Apple Watch Series 7,
the most advanced smart watch ever, and the incredible new content
and features in Apple Fitness+, we can't wait to see the impact
they're sure to have on our users' lives.

Now let's talk about iPhone. iPhone has forever changed the world. Every single day people rely on iPhone,
from their most demanding tasks, to capturing the moments of their lives,
streaming their favorite TV shows, playing their favorite games, staying up-to-date
with the news of the world, and connecting with friends
and loved ones. This is what drives us
to create the best iPhone possible, to create an experience unlike any other
with legendary ease of use, beautiful and durable designs, with water resistance
and great battery life, with industry leading performance, and the world's
most advanced camera systems, and with privacy built in.

People love iPhone. And we keep making iPhone better, more powerful, more capable,
and even more fun to use. Today we are thrilled to introduce
our next generation of iPhone. Here it is. [bass music thumping] ♪ ♪ This is iPhone 13. To tell you more, here's Kaiann. [upbeat music] ♪ ♪ Kaiann: Let's take a closer look
at iPhone 13 starting with design. It has the sleek,
flat-edged design that people love. It's also incredibly durable
with our exclusive Ceramic Shield front, tougher than any smartphone glass, and has industry leading
IP68 water resistance. iPhone 13 has a new look
for the advanced dual-camera system with the lenses arranged diagonally.

The aerospace-grade aluminum frame
is beautifully formed and really shows off five new colors: an all-new Pink, Blue, Midnight,
Starlight, and (PRODUCT)RED. On the front, the TrueDepth camera system
has been reengineered to provide more display area. Everything inside, including Face ID, the most secure facial authentication
in a smartphone, fits into a space that's 20% smaller. iPhone 13 is designed
with the environment in mind, using many recycled materials. For example, these antenna lines
use upcycled plastic water bottles, an industry first. Under the hood, iPhone 13 has
been completely re-architected to make room for new technologies
and a bigger battery.

This beautiful design is the same
across two sizes, iPhone 13 and iPhone 13 mini. Both feature a more advanced
Super Retina XDR display. It's 28% brighter, up to 800 nits, brilliant for viewing
even when you're outside. For HDR content like photos and videos, the peak brightness is higher
at 1200 nits. And you can enjoy
the pixel-precision brightness for longer thanks to the display's
improved power efficiency. You'll see true blacks in games,
photos, and videos with the incredible contrast ratio
of our OLED display. This new brighter
Super Retina XDR display delivers an immersive viewing experience with support for Dolby Vision,
HDR10, and HLG. Now let's talk about the chip that powers iPhone 13 and iPhone 13 mini. Frankly, the competition
is still playing catch-up to our chips, not just from last year,
but even from two years ago. And today,
we're extending our lead with A15 Bionic.

Here's Hope to tell you all about it. [upbeat music] Hope: Our silicon is the engine of iPhone. With A15 Bionic, we have innovations
across the entire system to deliver more performance
and power efficiency, At its foundation,
A15 uses five nanometer technology, which enables us to include
nearly 15 billion transistors. You'll absolutely fly through demanding
workloads smoothly and efficiently thanks to a powerful new 6-core CPU with two high-performance
and four high-efficiency cores. We've increased the performance of our CPU's
dedicated machine learning accelerators that power experiences
such as advanced text-to-speech in Siri and on-device processing of directions
in Maps.

It's the fastest CPU in any smartphone, up to 50% faster
than the leading competition, For graphics-intensive tasks,
like advanced games, A15 Bionic features our latest 4-core GPU, enabling more eye-catching visuals
and lighting effects. It delivers up to 30% faster graphics
versus the leading competition. And we continue to push the limits
of machine learning with the new 16-core Neural Engine
that is perfect for ML tasks. It's capable of an astounding
15.8 trillion operations per second. We design our Neural Engine together with our camera hardware
and software teams.

This unique vision and integration
brings to life leading capabilities in video and image processing. This means faster ML computations
for experiences like Live Text with iOS 15. Point your camera at text on the go
and instantly take action, like buying tickets or getting directions. The ML advancements across our entire chip
will empower developers to do even more in their apps,
like SwingVision, which can smoothly run
powerful CoreML and AR models on A15 Bionic for real-time shot tracking, video analysis, and remote coaching. PeakVisor helps you navigate the outdoors
to identify mountains and explore detail-rich 3D maps
while hiking.

And Seek uses a machine learning model
trained by over 20 million photos to instantly identify plants
and animals around you, and all the processing is done on-device. A15 is a powerhouse. In addition
to core performance improvements, there's a new display engine, new video encoder and decoder, and twice the system cache. There's nothing in the world
like this chip. Back to Kaiann. Kaiann: A15 Bionic also powers
the amazing camera system on iPhone 13. It combines our powerful cameras, next-generation image signal processor, and computational photography to create
our most advanced dual-camera system.

The all-new Wide camera lets you take
stunning shots in any situation, like this photo full of color and texture. It gathers 47% more light
for less noise and brighter results in your photos and videos. This is enabled by larger,
1.7-micron pixels that capture more light
and a wide f/1.6 aperture. It's the biggest sensor we've ever put
in our dual-camera system. iPhone 12 Pro Max introduced
an amazing advanced technology, sensor-shift optical image stabilization. And incredibly, we are bringing this
to iPhone 13 and iPhone 13 mini. Here's a low-light photo from
the new Wide camera with sensor-shift OIS. The larger sensor captures
nearly 50% more light. Hard to believe this photo was taken
in a dark room with just a little light
coming through a window.

Night mode shots are even more impressive. Capture times are shorter, too,
for sharper images of your subjects and fine details. We've also custom-designed
a new Ultra Wide camera that will reveal more of the dark areas
with less noise, like you see here
in the walls and ceilings. Capturing fun, creative perspectives
is easy with the Ultra Wide and now it's even better on iPhone 13. Now let's switch to video. iPhone already has
the highest quality video in a smartphone. And iPhone 13 brings a brand-new feature, Cinematic mode. Now over to Johnnie to tell you more. Johnnie: Filmmakers have
used focus changes to tell engaging stories for decades. It's a technique called rack focus that requires skill, planning,
and creative vision.

You've seen rack focus used
in all your favorite films. It brings a whole new dimension
to storytelling. Well, we're bringing this capability
to iPhone in a simple and intuitive way, so you can capture cinema-style moments, even if you aren't
a professional filmmaker. And guess what,
the movie clip you just saw was shot on iPhone. And we'd love to show you more.

[mysterious music] ♪ ♪ ♪ ♪ ♪ ♪ [door slams] [siren wailing] It's remarkable and so easy to use. Just start recording, and Cinematic mode
will hold focus on the subject even when they're moving. Focus transitions happen automatically
in real time, like from one subject to another. Cinematic mode anticipates when a subject
is about to enter the frame, and intelligently racks focus
to them when they do, And when a subject gazes away
from the camera, iPhone itself changes focus and then back. To create these automatic focus changes, we extensively studied the art
of cinematography and the creative choices directors
of photography make to guide the viewers' attention. We combined these learnings with computational algorithms so you can effortlessly create
cinema-grade videos. For more creative control,
you can tap to shift focus at any time. Tap again to lock
and track focus on the subject. Cinematic mode shoots
in Dolby Vision HDR. This is enabled by our Apple-custom sensor and the incredible power of A15 Bionic, which grades each frame in Dolby Vision live while you are recording. And that's Cinematic mode. Now back to Kaiann.

Kaiann: iPhone 13 and iPhone 13 mini have advanced new camera systems with sensor-shift OIS, fantastic low-light performance, and Cinematic mode
also on the front TrueDepth camera. Next, let's turn to 5G. Millions and millions of iPhone users
are already experiencing 5G every day for super fast downloads and uploads,
lower latency, and new experiences on the go. And on iPhone 13, we've innovated further on custom-designed antennas
and radio components that let us add more bands so iPhone 13 works on 5G
with the latest speeds and in more places. The world is moving quickly to 5G. We're collaborating
with more carrier partners for the best call quality,
performance, coverage, and battery life. By the end of the year,
we will double 5G support to over 200 carriers
in 60 countries and regions. That means you can benefit from 5G
in more places than ever to binge watch your favorite shows
together using SharePlay on Apple TV+ and even more streaming partners
for video and music. You can be ultra competitive
in multiplayer games, share surprise greetings from a celebrity
in high res over Cameo, or take the sound at any live event
to a whole new level with Mix Halo.

5G is taking over, and iPhone 13 is ready
with the best 5G experience. Now let's talk about battery life, which is really important to our users. iPhone 13 has a faster chip, faster 5G speeds, a brighter OLED display, and the most advanced dual-camera system
ever in an iPhone. And with all these new capabilities, the iPhone 13 lineup
has better battery life. On iPhone 13 mini,
most users will experience an hour and a half hour longer
in their day than with iPhone 12 mini. And on iPhone 13,
two and a half hours longer than iPhone 12
for incredible all-day battery life.

This amazing battery life is delivered
by A15 Bionic, more power-efficient components,
a bigger battery, and power optimizations from our deep
hardware and software integration, like Smart Data Mode,
which intelligently conserves battery life by automatically shifting your iPhone
to LTE when 5G speeds aren't needed. We also look at every opportunity
to improve privacy. With iPhone and iOS,
privacy is built in from the beginning. With iOS 15,
Siri uses on-device speech recognition, meaning your Siri audio requests
do not leave your iPhone by default. Intelligent tracking prevention
now prevents trackers from profiling you using your IP address. And mail privacy protection
hides your IP address and prevents senders from learning
about your mail activity. Another huge benefit of owning an iPhone
is the vast ecosystem that extends what iPhone can do. That includes MagSafe,
which we introduced last fall and has been a hit. From multi-chargers
and swiveling charger stands to cases, wallets, tripods,
and car mounts, along with our own accessories for charging,
like the MagSafe Battery Pack.

For iPhone 13, we have leather,
silicone, and clear cases in stunning new colors and engineered to work perfectly
with MagSafe. We also have a new MagSafe Leather Wallet that supports Find My. You can now be notified
of the last known location where your wallet was separated
from your iPhone. iPhone 13 is loaded with new technologies, including Cinematic mode, A15 Bionic
that's faster than the competition, our most advanced dual-camera system
with sensor-shift OIS, longer battery life, 5G, and so much more. With all this,
iPhone 13 still starts at just $699. We also have some fantastic offers
from Apple and our partners, including up to $700 off in the U.S. when you trade in a qualifying iPhone.

And we're increasing the starting capacity
to 128 gigabytes for double the storage
and adding a new 512-gigabyte option. iPhone 13 is impressively powerful. Let's see it in action. [upbeat music] [thunderclap] ♪ ♪ [doorbell rings] ♪ ♪ ♪ ♪ [dog barking] ♪ ♪ Now back to Tim. [upbeat music] ♪ ♪ Tim: We are so excited for iPhone 13. With all of its power and capability, we can't wait to see
what our customers will do with it, and we're not done yet. Our Pro lineup pushes the limits
with our most advanced technologies for our users
who want the very best iPhone, best-in-class performance,
best-in-class camera experience, great durability, larger displays, and incredible design.

This year,
we build on that in a major way. Let's take a look
at our most Pro iPhone ever. [dramatic pop music] ♪ ♪ ♪ ♪ This is iPhone 13 Pro. To tell you more, here's Joz. [upbeat music] Joz: iPhone 13 Pro
features our most pro design with exceptional materials, like these surgical-grade
stainless steel bands. Each band goes through
a physical vapor deposition process to create an Apple-custom finish
that is so elegant, yet incredibly resistant to abrasion
and corrosion. iPhone 13 Pro comes
in four striking finishes, a rich, deep graphite, gorgeous gold, beautiful silver,
and this all-new sierra blue. This sierra blue
required an entirely new process, using multiple layers of nanometer-scale
metallic ceramics applied across the surface for a stunning
and very durable finish.

IPhone 13 Pro has a newly designed front with a TrueDepth camera system
that's 20% smaller. On the back,
you see our incredible new camera system with beautiful stainless steel trim that perfectly surrounds
the sapphire crystal lenses of each of our three new cameras, and a beautiful textured matte glass
that feels great and shows off the stunning color. On the front,
it has our incredible Ceramic Shield that is tougher
than any smartphone glass. It also has industry-leading
IP68 water resistance. On the inside,
it's been completely redesigned to support our latest pro technologies, including the all-new camera system, incredible new display,
and a bigger battery. iPhone 13 Pro also supports MagSafe
and the ever-expanding ecosystem of really cool, new accessories. And it's joined
by the larger iPhone 13 Pro Max. Now let's talk about performance
and the powerful new A15 Bionic. As you heard from Hope,
A15 Bionic features a CPU with two new high-performance cores
and four new high-efficiency cores, and a faster Neural Engine,
as well as our new ISP, which provides improved noise reduction
and tone mapping.

And for these Pro models, A15 Bionic includes
our most powerful graphics ever with a new 5-core GPU. It provides up to 50% faster graphics
performance than the leading competition. In fact, iPhone 13 Pro has
the fastest graphics performance in any smartphone ever, great for high-performance gaming and our most powerful camera features, like Apple ProRAW
and 4K Dolby Vision video. And the A15 Bionic chip's new 5-core GPU
and custom display engine combine with an amazing new display that takes
the iPhone experience even further. This year, we're proud to introduce
an entirely new Super Retina XDR display. With a new, more efficient OLED panel, the display now supports
up to 1000 nits peak outdoor brightness. That's 25% higher than last year. And for the first time,
we're bringing ProMotion to iPhone. With our latest technology,
this ProMotion display can refresh from as low as 10 hertz
to as high as 120 hertz. ProMotion is designed to respond
dynamically and match your content. The advanced, custom architecture produces
fast frame rates when you need them, and preserves battery life
when you don't. We also optimized iOS
to take full advantage of this. For example,
when swiping between apps or scrolling, the system adapts the frame rates to precisely match the speed
of the user's finger.

The result is an incredibly responsive
experience that is fast and fluid. Of course,
ProMotion is also great for apps, providing more responsive inputs, smoother
graphics, and more precise gameplay. We brought in a few developers
to see what they could do with it, and the results were amazing. Joe: Alright, let’s go.
[laughs] I work on a title
called Marvel: Future Revolution. Kyle: I am the Senior Design Evangelist
for Adobe. I work on Adobe Fresco.

Tommy: And I am the Founder and CTO
of Super Evil Megacorp. Catalyst Black is really a rich
and detailed world and ProMotion’s adaptive
frame rate is really unique. Because of the 120 frames per second,
you can get perfect response time. It’s about the refresh rate,
it’s about the controls. It’s almost like your fingers are
glued to the screen Kyle: A device like this changes
the game for artists everywhere. With ProMotion, it means
that I’m actually seeing the pixels move in real time.

There is absolutely no lag. Joe: Super Retina XDR display allows the gamers to see further
into the distance and catch more details and surroundings. So we have all these great characters.
They need to look better than real. Tommy: The iPhone 13 Pro has one of the most powerful mobile GPUs
ever created, and with that, we can really bring all these graphics features
to the mobile device. Joe: I like that part. Tommy: The incredible combination
of A15 Bionic, ProMotion, and 5G makes the iPhone 13 Pro
the most powerful smartphone in the world, or any world, for that matter. Joz: The new Super Retina XDR display
with ProMotion comes in two great sizes, 6.1-inch and 6.7-inch. And the custom-designed OLED panels
work across different lighting conditions and content types, maintaining
incredible color accuracy and contrast. Now let's talk about the all-new
iPhone 13 Pro camera system. This is our biggest camera
advancement ever. To tell you more about it, here's Louis.

[upbeat music] Louis: iPhone 13 Pro and iPhone 13 Pro Max
introduce an all-new camera system, starting with a new 77-millimeter
telephoto camera with 3X optical zoom, a new Ultra Wide camera with
auto-focus and a larger f/1.8 aperture with a 92% improvement in low light, and a new Wide camera
that has a larger f/1.5 aperture and 1.9 micron pixels
for our largest sensor ever, with up to 2.2 times improvement
in low light.

So you'll get beautiful photos
in any situation. The larger sensor of the Wide offers
more light gathering for less noise and faster shutter speeds
and even longer brackets when shooting night mode photos
with a tripod. The new 77-millimeter telephoto enables
beautiful, classic portraiture photos and 3X optical zoom for photos and videos for a total 6X optical zoom range
on iPhone 13 Pro. With the new Ultra Wide,
low light photos are brighter and sharper with more details, like you see
in her dress or on the couch.

The Ultra Wide camera also enables
something entirely new on iPhone, Macro Photography. Macro Photography typically uses
a special lens that can focus at close distances. The new Ultra Wide lens design
and auto-focus system enable incredibly sharp focus and can magnify subjects
with a minimum distance of 2 centimeters. So you can get detailed close ups, like of this beautiful red daisy,
the cells in this leaf, or the water droplets on this mushroom.

And for the first time,
all of the cameras, including the telephoto, have night mode, which is made possible
by advanced computational photography. With tight integration between hardware
and software, our cameras can do even more. To tell you all about it, here's Rebecca. Rebecca: When tuning
the iPhone camera system, we shoot and review thousands of photos. Analyzing all of those photos allows us
to deliver features, like Smart HDR 4, which automatically brings improved color, contrast, and lighting
for each subject in a group photo, including for challenging shots like this. Our software in ISP adjusts
for different lighting, and we've made improvements
for skin tones, so everyone looks even better. We're also introducing a way
to personalize your iPhone camera with Photographic Styles. This is a feature that pro photographers
are going to love.

Photographic Styles
bring your individual preferences right into our advanced image pipeline, applying local edits
like a photo editor would, but in real time as we render the photo. That means you get all the benefits of
our multi-frame image processing pipeline with the ability to customize it
in a way you could never achieve with a simple filter. Select from one of our four default styles
before you shoot. For example,
Rich Contrast for a bolder look or Vibrant for a punchier look. Each uses our deep semantic understanding to intelligently apply the right amount
of adjustments to different parts of the photo
while preserving skin tones. You can also customize the styles further
with tone and warmth, which combine multiple attributes
for a look that's all your own. Styles works across scenes
and subject types. You don't need to set it every time, so you can define your style
and use it across your photos. And that's Photographic Styles
coming to iPhone 13 Pro, and we're excited to bring it
to iPhone 13 as well. Now back to Joz. Joz: The all-new Pro camera system
combined with the power of computational photography
will allow users to capture beautiful images
better than ever before.

The new iPhone 13 Pro camera system also provides
our most advanced video features. The all-new camera system,
along with Dolby Vision HDR recording, produces incredible Pro-level video. So we asked two-time Academy Award winning
director Kathryn Bigelow and Oscar-nominated
cinematographer Greig Fraser to show us what they can do
with the power of iPhone 13 Pro. [upbeat music] Kathryn:
It’s a completely integrated process now. The iPhone doesn’t require
any ancillary pieces of equipment. Like, it becomes still,
and she turns slowly. It’s the dawning realization. I thought it was a good challenge. You know, these are all genres I love. And it’s so great to kind of parachute in,
do a deep dive with the iPhone. And with so much accessibility, I think
all pretension tends to disappear. And so it makes the set and the filming
process much less apprehensive. Greig: There was no limitations to what
I could do with this particular camera.

Whereas normally, everybody gets
so precious about a camera lens. It’s so expensive
or it’s so–it’s so fragile. One of the things that the iPhone
couldn’t do up until now was to create
an idea of depth from a lens. With Cinematic mode, what’s exciting is,
we can actually choose focus later. To me, that’s really bringing it up
to the professional film cameras. We can actually go ahead
and make these stories and make these films
using the tools on this iPhone. I believe that with the advent
and with the addition of Cinematic mode, we’re going to very, very soon
see filmmakers make films in a different way, which is exciting.

Kathryn: It might even birth
a brand-new genre. Greig: I have no doubt it will. Just given the size
and given the ability to move this camera. Kathryn: Exactly. Greig: It will change the language
of cinema in a very positive way. [dramatic music] ♪ ♪ Joz: Everything you just saw,
including the behind the scenes footage, was shot on iPhone 13 Pro. With major updates across the Wide,
Ultra Wide, and Telephoto cameras, it's an incredible device for filmmaking. The new Ultra Wide camera enables
amazing macro slo-mo videos thanks to the new lens design. And the new 3X telephoto allows you
to zoom even closer to the action and offers a great new focal length
for video. This is really awesome
when using our all-new Cinematic mode, which uses machine learning
and disparity to create a depth map that's built into the video. So you can change the depth effect,
including the level of bokeh and where the focus is applied,
even after the capture.

This is another iPhone first, as iPhone 13 and iPhone 13 Pro are
the only smartphones that can do this. We also have another Pro video feature
coming later this year, and that's ProRes video. ProRes video offers
exceptionally high color fidelity and more efficient encoding for use in
pro video editing apps like Final Cut Pro. That's why it's widely used by video
editors as the final delivery format for commercials, feature films,
and broadcast. A15 Bionic adds hardware acceleration
for ProRes. And in combination with our advanced
video encoders and decoders, as well as our faster file system
and flash storage pipeline, you can now record up to 4K
at 30 frames per second in ProRes right in the Camera app. iPhone 13 Pro is the only smartphone
to provide an end-to-end pro workflow, allowing you to record and edit
in ProRes or Dolby Vision. This will transform filmmaking with a device
that can simply slip into your pocket. Next, let's talk about battery life. This is our most Pro iPhone ever
with our fastest performance, most advanced display, and most powerful camera system
ever in an iPhone.

Thanks to the efficiency
of the A15 Bionic and iOS 15, as well a larger battery, iPhone 13 Pro delivers
incredible all-day battery life. iPhone 13 Pro lasts more
than one and a half hours longer in your day than iPhone 12 Pro. And the iPhone 13 Pro Max will last more
than two and a half hours longer than the iPhone 12 Pro Max. That means iPhone 13 Pro Max has
the longest battery life ever in an iPhone. The entire iPhone 13 lineup
has been carefully designed to minimize its impact
on the environment. We redesigned the packaging
to eliminate the outer plastic wrap, saving 600 metric tons of plastic. This brings us closer to our goal
of completely removing plastic from all of our packaging. iPhone uses 100% recycled
rare Earth elements in magnets and 100% recycled tin in the solder
of the main logic board.

So that's iPhone 13 Pro
with our most advanced technologies: an all-new camera system
with three new cameras, ProRes video, Cinematic mode, the new Super Retina XDR display
with ProMotion, A15 Bionic with 5-core GPU, 5G, MagSafe, and incredible durability features. These iPhones push the boundaries
for what's possible in a smartphone. Even with all this
incredible technology, iPhone 13 Pro still starts at $999. And iPhone 13 Pro Max
still starts at $1,099. We also have amazing offers
from Apple and our partners, including up to $1,000 off in the U.S.
when you trade in a qualifying iPhone.

And this year, we're introducing
a new 1-terabyte storage option. This is a great addition
for our Pro iPhone users. The 1-terabyte joins our 128-, 256-,
and 512-gigabyte storage options. You can pre-order all four new models
of iPhone 13 family this Friday, September 17th, and they will be available
on September 24th. So here's our new iPhone lineup, including iPhone 12, iPhone 11, and iPhone SE, starting at just $399. Now back to Tim. [upbeat music] Tim: Thank you, Joz, and thank you
to all of today's presenters.

What a spectacular set of announcements. Our most popular iPad is now powered
by the A13 Bionic with a new 12-megapixel Ultra Wide
front camera with Center Stage. This is a big upgrade. iPad mini gets
a completely new all-screen design with a brilliant Liquid Retina Display, blazing fast performance
with the new A15 Bionic chip, new cameras with Center Stage,
and all new colors. This is the mightiest iPad mini yet. The new Apple Watch Series 7 has
our largest and most advanced display, optimized UI, new Watch faces,
and it's our most durable ever. It's the best smartwatch in the world. An update to Apple Fitness+,
adding Pilates and guided meditation, a new workout to get you ready
for snow season, as well as Group Workouts
to help keep you motivated. And iPhone 13
with fantastic new technologies, including our most advanced
dual camera system with Cinematic mode, A15 Bionic, 5G, brighter Super Retina XDR display, and longer all-day battery life. iPhone 13 Pro with our most
state-of-the-art technologies for those who want the most
out of their iPhone. With our biggest
camera system advancement yet including Cinematic mode
and ProRes video, the Super Retina XDR display
with ProMotion, A15 Bionic with 5-core GPU, 5G, and industry-leading durability.

These are the best iPhones
we've ever created. Here at Apple, the customer is
at the center of everything we do. And we continue to innovate, designing the very best products
and services to enrich people's lives and to empower them
to do great things every day. Thank you for joining us. Stay safe and take care. [upbeat music] ♪ ♪ ♪ ♪ ♪ ♪.

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